Evaluative conditioning (EC) is generally considered to be one of the routes via which likes
and dislikes are acquired. We identify recent trends in EC research and speculate about the …

Evaluations of stimuli can be changed by simple motor responses such that stimuli to which
responses are consistently withheld tend to be evaluated less positively than other stimuli …

Evaluative Conditioning (EC) research shows that people learn their likes and dislikes due
to the co-occurrence of stimuli (CS and US) in the environment. Most recent EC research …

Whereas previous studies investigated the affect transfer from one specific affective stimulus
of the brand placement context (such as an artist or the genre) to the brand, this research …

Attitudes are at the core of many topical issues, and a meeting point for research and
discussion. This pervasiveness is not surprising given an attitude's utility in reducing the …

Do people need to explicitly encode conditioned stimuli–unconditioned stimuli (CS–US)
pairings for evaluative conditioning (EC) effects to emerge? Despite the large number of …

Neutral cues that predict emotional events (emotional harbingers) acquire emotional
properties and attract attention. Given the importance of emotional harbingers for future …

Evaluative conditioning (EC) is a change in the valence of a conditioned stimulus (CS) due
to previous pairing with an affective unconditioned stimulus (US). Several previous studies …

Cognitive load has been shown to reduce both Evaluative Conditioning (EC) effects and CS-
US pairing memory. This suggests the successful encoding of CS-US pairings is required for …

Evaluative conditioning (EC) is the change in the valence of a stimulus resulting from
pairings with an affective (unconditioned) stimulus (US). With some exceptions, previous …